Carol Zhang

Carol Zhang serves as Associate Professor in Tourism Marketing and Management within the Department of Marketing, Tourism and Analytics at Nottingham University Business School, University of Nottingham, based at Jubilee Campus.

Her educational qualifications include:

• MSc (Hong Kong Polytechnic University)
• PhD (University of Surrey)

Carol's research centers on social-political transformations and their effects on social/self-identities in international tourism contexts. Key interests encompass national/social identity dynamics in tourism marketing, socio-political dimensions of tourism, cultural tourism management, Confucianism's role in Chinese tourism, cultural festivals/events, tourist behaviour patterns, and impacts of social categorisation (including gender identity and minority groups). She maintains strong expertise in research methodology and epistemology, utilizing critical discourse analysis, semiotic analysis, hermeneutic phenomenology, mixed methods, and survey design. Her work appears in leading journals including Annals of Tourism Research, Tourism Management, and International Journal of Hospitality Management, with presentations at numerous international conferences.

Bringing practical industry experience from tourism and hospitality roles in Macau, Netherlands, and West Samoa, Carol delivers undergraduate and postgraduate instruction in research methods, consumer behaviour, and tourism management. She actively seeks PhD students and organizational partnerships for collaborative research in her specialized domains.